More women needed to market to women

The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

In a WARC Best Practice paper, How to market effectively to women, Sue Unerman, chief transformation officer at MediaCom, observes that, in an industry where the majority of purchases are made by women, the majority of senior management decisions about advertising are made by men – largely because most senior management positions are held by…